YMARKETING THE GOOD, THE BAD & THE UGLY OF ECOMMERCE MARKETING. How Your Platform Decision Impacts PPC, SEO, Social Media & Mobile

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1 YMARKETING THE GOOD, THE BAD & THE UGLY OF ECOMMERCE MARKETING How Your Platform Decision Impacts PPC, SEO, Social Media & Mobile Internet Retailer Conference & Exhibition IRCE 2011 June 15- San Diego Presented by: Ryan Lash 1

2 About Me Ryan Lash Online digital marketer since 1996 Strategy & Oversight on 100s of online marketing campaigns Helped stores like American Apparel & Callaway Golf establish online presence Work with stable of apparel, sporting goods, nutrition client stores now Experience on variety of platforms including Yahoo! Store, Fry, Magento, Volusion, Shopify and more. CEO and Founder of ymarketing Digital.Search.Social 2

3 FUD: Fear, Uncertainty & Doubt Why this saying exists: No one ever go fired for buying IBM. 6/6/2011 3

4 Budget Reality What this presentation will provide: The Top 3 ecommerce Platform Mistakes in PPC, SEO, Social Media & Mobile 6/6/2011 4

5 The Good PPC ecommerce Marketing PAID SEARCH IS A GOOD, SOLID FUNDAMENTAL OF ONLINE STORE MARKETING YOU MUST WIN HERE! 6/6/2011 5

6 Mistake #1 No Conversion Tracking! Efficient Paid Search is predicated on successful optimization of keywords If you can t track through PPC Keyword to Product Page to Cart View to Cart Checkout you can NOT effectively optimize PPC Search Ad & Keyword Product Page Cart View Cart Checkout Conversion Tracking Code Should Carry Throughout Process 6/6/2011 6

7 Mistake #1 Tools & Platforms Third Party PPC Bid Tools that do this well: Click Equations ecommerce Platforms that struggle to do this well: Any store that completes cart checkout on their URL are probable concern Shopify is example 6/6/2011 7

8 Mistake #1 Example of Issue Add to Cart 6/6/2011 8

9 Mistake #1 Example of Issue Proceed to Checkout 6/6/2011 9

10 Mistake #1 Example of Issue Checkout changes URL; makes true conversion tracking on most systems impossible. If you don t see the keyword that converted you can t optimize easily. 6/6/

11 The Bad SEO ecommerce Marketing IF YOU RE BAD AT NATURAL SEARCH IT MIGHT BE YOUR STORE PLATFORM S LACK OF SEO ARCHITECTURE 6/6/

12 Mistake #2 Poor SEO Architecture! High Natural Search Rankings are predicated on successful optimization of keywords; which starts with a solid site architecture If you can t UNIQUELY change vital SEO factors like URL, Page Title, H1, and Image Alt you can NOT effectively optimize for on-page SEO Aligning key on-page elements can lead to SEO Jackpot! 6/6/

13 Mistake #2 Tools & Platforms ecommerce Platforms that struggle to do this well: Any store that can t demo unique editing for all of these on-page elements is a concern: URL, Page Title, H1, Image Alt Search Engines also like breadcrumb nav links that continue down to product itself (don t stop at category level) Amazon Webstore is example 6/6/

14 Mistake #2 Example of Issue Yes, you can edit Unique Page Title but NO, You cannot totally edit Unique URL. Even Proxy Mgt, which is nice, has SEO limits and possible duplicate content negatives. 6/6/

15 The Ugly Social Media & Mobile ecommerce Marketing WITHOUT SOCIAL MEDIA & MOBILE FEATURES, THE UGLY TRUTH IS YOUR PLATFORM IS ALREADY YEARS BEHIND 6/6/

16 Mistake #3 No Social or Mobile! Social Media and Mobile store features are critical to your online marketing success today, but even more so in the future If you can t integrate Social Media features you can NOT effectively market in social media If your store is not fully operable on a mobile devise you are losing out on a major opportunity in both PPC and SEO traffic Mobile search has low CPCs, can your store convert that valuable traffic? 6/6/

17 Mistake #3 Tools & Platforms ecommerce Platforms that struggle to do this well: Any store that doesn t allow custom integration of onpage/on-domain elements like those listed below is a concern: A domain-integrated blog, Facebook Connect (likes), Twitter Feed and other social sharing buttons XX & XX are examples TK - FPO 6/6/

18 Mistake #3 Example of Issue Example TK - FPO Example 6/6/

19 THANK YOU Ryan Lash ymarketing, LLC ymarketing.com/blog facebook.com/ymarketing To Download today s Presentation & Templates:

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